Finally, a Protein Bar That Tastes Like LÄRABAR

Key Terms

plant-based protein medical

Plant-based protein is protein derived from plants such as peas, soy, wheat, or algae used as an alternative to animal proteins in food products and supplements. Investors care because it represents a growing consumer market and supply chain shift—like betting on electric cars instead of gasoline ones—affecting sales trends, ingredient costs, manufacturing needs, and regulatory scrutiny for labeling and health claims.

gluten-free medical

A gluten-free label indicates a food product is made without gluten-containing ingredients and meets the maximum permitted level of gluten set by regulators in the product’s market, so it’s safe for people with celiac disease or gluten sensitivity. For investors, the label matters because it governs which consumers can buy the product, affects manufacturing and sourcing costs, and can open or restrict market size much like a certification that lets a product enter a specific segment of shoppers’ buying lists.

non-GMO technical

Non-GMO means a product or ingredient was produced without genetic modification techniques — the plant or organism’s DNA has not been intentionally altered in a laboratory. Investors care because non-GMO labeling can affect consumer demand, price premiums, shelf access and supply-chain cost; think of it like an organic or “no added hormones” label that can open certain markets, change margins, and create reputational risk or advantage for companies.

LÄRABAR Protein delivers 10-12 grams of plant-based protein per bar with the taste fans love, no compromises

MINNEAPOLIS--(BUSINESS WIRE)-- Known for its healthy and delicious ingredient philosophy, LÄRABAR is now bringing that same approach to protein. Say hello to LÄRABAR Protein, a bar that proves you don’t have to choose between taste and the protein your body craves.

LÄRABAR Protein brings the brand’s signature approach to protein bars — ingredients you feel good about in a smooth, flavorful bite.

Forget everything you thought you knew about protein bars. The new LÄRABAR Protein bars are wonderfully soft, chewy and packed with ingredients you want. With 10–12 grams of plant-based protein per bar, LÄRABAR Protein feels like a treat, not a chore.

LÄRABAR Protein comes in three delicious flavors inspired by what fans already know and love from LÄRABAR:

• Peanut Butter Chocolate: Made with real nut butter, this creamy favorite blends chocolatey goodness with peanuts and almonds for a satisfying bar with 12 grams of plant-based protein.
• Cinnamon Nut: A smooth, nutty bar made with peanuts and almonds, featuring warm cinnamon flavor and 11 grams of protein per bar.
• Lemon: Refreshingly tart and tangy, this citrusy treat blends peanuts, almonds and lemon taste for a light, zesty snack with 10 grams of protein per bar.

"We heard you. People want more protein, but they don't want to compromise on taste or quality," said Scott Baldwin, VP and Business Unit Director for Bars at General Mills. "So, we challenged ourselves to make a protein bar that truly tastes like LÄRABAR, taking everything you love about the original and adding the protein you want."

LÄRABAR Protein is proudly vegan, gluten-free and non-GMO. It's the perfect grab-and-go snack for any moment, whether you're fueling up after a hike, need a delicious pick-me-up between calls or just want a feel-good treat. Forget the "gym food" stereotype, this is real food for real life. Available now in five-count packs and single bars at major retailers nationwide.

Follow along for more by visiting Larabar.com and keeping up with @Larabar on Instagram and TikTok.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry and more. General Mills generated fiscal 2025 net sales of U.S. $19 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion. For more information, visit www.generalmills.com.

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General Mills Communications
763-764-6364
media.line@genmills.com

Edelman
Andrea Larson
Andrea.Larson@edelman.com

Source: General Mills